1915-03-14rr

One of the items that soldiers had to provide for themselves while serving on active duty in Western Europe during the early days of the Great War was their personal supply of cigarettes.

As Hamilton citizens were being asked to subscribe to the Comfort Fund, concerns were expressed that the money would be used to purchase luxuries for the troops rather than practical items.

In March 1915, an ad appeared in the Hamilton Spectator promoting Black Cat cigarettes. The graphic published a depiction of a large upright handing  out cigarettes to a line of smiling soldiers, moving along a trench towards the eagerly anticipated item.

Following is the military-themed copy from the ad, designed to show that cigarettes were not a luxury but items which would be highly appreciated by soldiers:

“It is a happy trench that has Black Cats in it. All kinds of tedium may be relieved by a really good smoke – ‘Trench Duty,’ either in war or peace, is made less irksome by smoking.

“Your day’s battle of work will be fought more cheerfully if you smoke an occasional Black Cat. This mild, sweet smoke is so all-satisfying that you’ll find it as prominent in the officers’ mess as in the camp canteen.

“Take as your base of supplies for Black cats, any cigar store in Canada.

“Do you know the latest news from the front? There’s a new kind of War Game, obtainable by sending 20 Black Cat coupons to Black Cat Headquarters, Montreal. More than a game – because it teaches lessons in war – zone geography, and the strategy and tactics of war.

“See slip now enclosed in Black Cat packets for full particulars of Profit Sharing Gifts.

“Black Cat Cigarettes – 10 for 10 Cents.”